Senior Manager, Shopper & Occasion Marketing

The Senior Manager of Shopper & Occasion Marketing is a dual-focus role that sits at a critical strategic intersection: you will lead occasion-based marketing across our brand portfolio, and you will ensure that everything we produce for retail is built with sharp shopper strategy from the start. You operate upstream, informing campaign strategy and ensuring that what we hand off to regional merchandising, commercial, and account teams around the world is shopper-ready and built to activate with excellence across North America, LATAM, EMEA, and APAC.

There is no typical day in this role, and that is exactly what makes it exciting. You might spend the morning developing the campaign messaging strategy for our Spring seasonal program across multiple brands, the afternoon in a briefing session with our Brand Design team ensuring occasion assets are built with the right CTAs and shopper logic, and the end of the day connecting with CSM partners to understand what the toolkit needs to do for a key account. You are a strategist, a creative thinker, and a cross-functional integrator, and your work shows up directly in how consumers experience our brands in the moments they are most likely to buy.

Effective from the date that Hasbro opens its new Boston location, this position will be onsite Tuesday – Thursday at Hasbro’s new HQ location in Boston, MA. In the interim, this position will be onsite Tuesday – Thursday at Hasbro’s HQ in Pawtucket, RI or at Hasbro’s temporary location in Boston, MA.

 

A day in the life of a Senior Manager, Shopper & Occasion Marketing

 

Occasion Marketing Strategy & Campaign Leadership
• Own the occasion marketing go-to-market strategy for the Toys and Games portfolio, aligning with our merchandising and insights teams on key purchasing moments (such as birthdays, Valentine's Day, Easter, back-to-school, Halloween, etc.) where Hasbro has the greatest opportunity to grow share and consumer relevance.
• Partner with brand leads to identify which brands and products are strongest for each occasion, building occasion programs that complement rather than compete with individual brand campaigns.
• Develop occasion-specific campaign platforms and creative strategies that lead with consumer moments rather than product features, building cross-portfolio programs where multiple brands show up together in a cohesive and commercially compelling way.
• Lead the go-to-market planning for priority occasions, inclusive of campaign messaging, asset and toolkit development and retail activation hooks needed for A+ execution.
• Ensure occasion platforms are built for global relevance and regional adaptability, working with our international marketing and commercial leads to understand which occasions translate across markets and how messaging and assets should flex by region.
• Bring a consumer and shopper mindset to occasion strategy, grounding creative direction in real purchase behavior, basket data, and the moments and channels where consumers are most receptive.

Shopper Strategy & Upstream Planning
• Serve as the shopper marketing expert for the Toys and Games Global Consumer Marketing team, partnering with brand leads to ensure campaign platforms are built with clear shopper strategy, messaging, and retail activation potential from the outset.
• Develop shopper marketing frameworks, messaging hierarchies, and call-to-action guidance that translate brand and campaign strategy into materials regional teams can activate effectively across diverse markets and retail environments.
• Partner closely with global and regional merchandising and CSM teams to understand key account milestones, retail calendars, and market-level priorities, so that global asset development reflects what regional teams actually need to execute.
• Bring a strong point of view on channel strategy, including how to reach adult consumers, collectors, and gift purchasers, ensuring toolkits are built for diverse audiences and can be adapted by region rather than rebuilt from scratch.

Briefing & Creative Partnership
• Write clear, strategically grounded briefs to develop occasion campaigns and shopper-focused assets, ensuring every brief includes the occasion insight, consumer target, key message, CTA, channel requirements, and regional adaptability needs.
• Serve as the strategic lead through the creative development process for occasion campaigns, ensuring outputs stay true to the brief, land the shopper intent, and are delivered at the quality and flexibility needed for regional execution.

Cross-Functional Partnership
• Act as a shared specialist resource across all brand leads, bringing consistent occasion and shopper expertise to every brand so the team benefits from dedicated expertise rather than each lead navigating this independently.
• Build strong working relationships with Brand Design, CSM, merchandising, and account teams, ensuring clean briefing, strong handoffs, and aligned expectations at every stage.
• Serve as a strategic partner to regional and commercial teams, not an approval layer, so that the handoff from global marketing to regional execution is well-equipped and built on shared understanding of what success looks like.

Insights & Learning
• Synthesize shopper and occasion insights from regional merchandising, CSM, and shopper insights teams into clear implications for occasion strategy and toolkit development, staying grounded in what is actually happening at retail.
• Track occasion program performance and capture learnings from regional activations to continuously improve the quality, relevance, and ambition of future programs.
• Stay current on retail trends, occasion marketing best practices, and competitor activity, bringing relevant thinking back to the team to raise standards across the portfolio.

 

What You'll Bring

• 
  7+ years of experience in shopper marketing, occasion or seasonal marketing, trade marketing, or integrated consumer marketing, with meaningful time working upstream on strategy and campaign development.
  • Demonstrated experience leading occasion-based or seasonal marketing programs, with a track record of building cross-portfolio campaigns grounded in consumer purchase behavior and retail moments.
  • Strong creative strategy skills, with the ability to develop compelling occasion platforms, write tight briefs, and guide creative development from insight through final asset delivery.
  • Deep shopper marketing expertise, including messaging strategy, call-to-action development, and a clear understanding of how consumers make purchase decisions across retail environments and channels.
  • Strong cross-functional partnership skills, with experience working alongside brand, design, commercial, merchandising, and account teams across complex multi-brand or multi-market programs.
  • Global or multi-market experience, with a genuine understanding of how occasion relevance, retail environments, and shopper behavior vary across regions.
  • eCommerce fluency, with a solid understanding of digital shelf best practices and how occasion and shopper strategy differ across physical and online retail.
  • Experience working across a broad brand portfolio, with the ability to identify shared opportunities and build scalable frameworks that serve multiple brands efficiently.
  • Excellent communication and alignment skills, with the ability to build trust across diverse stakeholders and present strategy with confidence and clarity.
  • Toys, games, licensed consumer products, or CPG experience a plus, though not required.
  • Bachelor's degree in marketing, communications, business, or related field. MBA a plus.